Analytics is of increasing relevance to higher education because of the role it can play in accountability, efficiency, and continuous improvement as well as its potential impact on every segment of the institution. While analysis has informed decision making in higher education for decades, modern analytics holds much greater promise for insight and action. EDUCAUSE is convening stakeholders who can help define the analytics issues for our community. This brief discusses analytics as a collaborative problem-solving process requiring a variety of resources within a complex infrastructure and dependent on leadership for organizational change. There are risks, rewards, and challenges to adopting analytics.